Sweet spot

Sixteen years ago, there were barely two or three fruit drink manufacturers in India. Today, there are more than a dozen brands vying for shelf space.

Competition can work wonders for the consumer. Sixteen years ago, there were barely two or three fruit drink manufacturers in India. Today, there are more than a dozen brands vying for shelf space. As a result, the prices of fruit drinks have moved up by only 6 per cent a year since 1992.

Then:The price of a 200 ml pack of mango fruit drink was Rs 4 in 1992.

Now:It now sells for Rs 10, a 150% rise in 16 years.

Then:If the price of fruit drinks keeps rising at the same rate, a 200 ml pack will cost Rs 25 in 2024.

Although the demand for non-carbonated beverages (fruit drinks, nectar and juices) in the country is growing at twice the rate of the carbonated ones, the branded fruit juices command just over 20 per cent share of the organised soft drinks market in India.